Macy's leverages social media to generate Black Friday buzz

Macy’s plans to get a jump on Black Friday and break tradition by opening the doors to most of its locations nationwide at 8 p.m. on Thanksgiving evening, making it the first time in its history that the retailer will be open for business on the holiday.

Limited-time specials in every department for hundreds of items include exclusive fragrances, name-brand apparel and kitchen gadgets. Macy's will also donate $2 to Make-a-Wish, up to $100,000, for any One Direction "Our Moment" fragrance purchase beginning at opening for Black Friday.

The retailer is giving consumers a first look at select Black Friday specials on its Pinterest page.

Macy's will also be leveraging its mobile app and marketing it as a shopper's digital personal assistant. The app will allow consumers to plan a personal Black Friday shopping strategy in advance. Beginning Nov. 21, customers will be able to view Black Friday specials on their mobile devices and create customized shopping lists that can be edited and shared with friends.

"Black Friday is the biggest shopping event of the year and brings with it a level of fun and excitement to our customers around the nation," said Peter Sachse, Macy's chief stores officer. "For Macy's, it's important to make this day enjoyable and convenient for everyone, as our customers search for great deals on favorite wish-list items. Shopping at Macy's on Black Friday means having the opportunity to purchase the most sought-after products at unbelievable savings."

Macy’s made the call to break with tradition and open on Thanksgiving evening in response to interest from customers who prefer to start their shopping early.

As added incentive to drive people to its stores, the retailer will be offering Black Friday doorbusters, available while supplies last. Consumers will be able to shop for the following limited-time deals from 8 p.m. Thursday, Nov. 28 through 1 p.m. Friday, Nov. 29 as well as Saturday, Nov. 30 from 7 a.m. to 1 p.m.:

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